Word: swooshing
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Dates: during 2000-2009
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...Other silhouettes, including multi-colored feathered boleros and dramatic black evening gowns finished off with a graphic swoosh of lime satin, had a rock and roll feeling that Armani said was indiretly inspired by David Bowie. Surely some of the sharp black tuxedos with bright satin shirts and topped off by jeweled trilby hats will look right at the Spice Girls' reunion next winter...
...Woods before it had so much as a golf ball to put into his hands. But over the past decade, Nike Golf has introduced 10 lines of clubs, 10 series of balls, several styles of golf shoes, and an array of course-worthy golf apparel worn by the 22 swoosh-wielding players on the tour. With the number of golfers in the U.S. flat over the past several years, the only way for equipment makers to increase revenue is to grab market share from rivals. While still small, Nike Golf is one of the fastest growing brands in the sport...
...takes more than a body slide to impress some jaded vacationers. One swoosh down Totem Tower at the Great Wolf Lodge in Williamsburg, Va., and Andrew Lappas, 5, seemed bored. "I thought, Uh-oh, one run and we're done?" his father, Chris Lappas, 40, recalls with a laugh. Before long they discovered the indoor water park's longer, steeper tunnel slides--they start atop a four-story staircase and snake in and out of the cavernous hall into a plunge pool below--and Andrew was hooked. "We proceeded to go down about 25 more times," Lappas says...
Nike also scooped up such world-class stars as Brazilians Ronaldinho and Ronaldo, British sensation Wayne Rooney and American Landon Donovan to wear the company's boots. It paid marquee European clubs--Manchester United and Arsenal in England, Juventus in Italy and FC Barcelona in Spain--to wear the Swoosh on their kits...
...Swoosh sits atop the page, reminding kids that Nike lets you wish happy birthday to your "Joga Friend" from Sweden. "That goes way beyond somebody saying, 'Oh, yeah, I saw a commercial,'" says Trevor Edwards, Nike's vice president for global brand marketing. "Gone are the days where you can put an ad out and hope people see it. Anyone who doesn't understand the change in the landscape does so at their own peril," he adds. Adidas will unveil a dedicated soccer network on MySpace.com...